Jet2holidays’ head of trade Alan Cross said the operator was eager to bring the peaks booking curve forward and to address the customary mid-November to Christmas bookings "vacuum".
Speaking to TTG ahead of Jet2holidays’ first overseas conference since 2019, which is being held in the Algarve over 14-17 November, Cross said he anticipated a "very different" peaks over new year and into January.
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"There’s always an upturn, but anything you can draw forward will be a bonus," said Cross, who told agents to make the most of multiple booking opportunities with their clients.
"People often hold off until January to book their family holidays for the year ahead, but there is demand from people who want a holiday sooner," he continued.
Cross said agents should capitalise on Jet2’s low deposits and the payment flexibility they can offer their clients. "It’s a big selling point," he said. "I think there are opportunities to bring the booking curve forward and not have this vacuum of selling holidays from the middle of November until Christmas and new year.
"We want to bring that vacuum forward; and with all the information we have, we are ahead of the curve at the moment. Bookings for winter are strong. And even going into February and March, you have the golfing and cycling markets, and those people who don’t want to go away in the sunshine."
‘Don’t get distracted’
Cross said the potential to bring peaks bookings forward was a big driver for Jet2’s decision to get summer 2023 and now summer 2024 on sale as quickly as possible. "We brought summer 2024 forward so agents have multiple opportunities to sell multiple holidays in multiple seasons at the same time," he said. "And there are people booking two holidays at one time right now.
"Agents have to remember that just because someone’s booked for this winter or summer 2024, it doesn’t mean they’re not looking for something a bit later or a bit earlier as well.
"Some agents are missing out on those bookings every two or three years for city breaks and short breaks. They’re so focused on the big £10,000-a-head bookings they’re missing the £1,000-a-head bookings with the same customer."
One consequence of Covid has been clients deferring departures to the following season, meaning their focus is more readily split between getting away immediately or booking longer-term. "Getting summer 2024 on sale fits quite nicely into the slightly different booking trends we’re seeing," said Cross.
However, he warned agents not to take their eyes off this winter. "Too often agents can get distracted booking clients further and further out," he said. "The great thing about the lates market is that there is cash flow, and [lack of] cash flow will sink a business before anything else.
"It’s a juggling act. Agents might have clients booked for summer 2023 and/or summer 2024, but they might be thinking they’ll get a quick week in before Christmas."
